Build A Systematic Process For Creating Content Marketing Campaigns

To keep your content marketing strategies & campaigns organized and manageable, I suggest you think of what you're doing this way:

This type of broad categorization allows you to isolate and focus on different challenges and problems. It also contains activities mapped to specific business outcomes and makes measurement easier and simpler.

I have seen too many marketers get started with content marketing whom have fallen into the bad practice of generating interesting content that engages, without having an overall plan, structure and reasons for the content production process.

I suggest that a new standard be accepted of dividing the marketing pipeline into discrete sections and then managing content campaigns within those sections or categories. This has the benefit of pre-segmenting your business objectives and outcomes into specific categories, and in focusing what the objectives are for each content campaign, and then what all of the elements within a campaign are.

By having a Creative Strategy in place, the subjective choices about content creative and direction and subject matter are eliminated because creative requirements are mapped back to the larger issues of the campaign category.

To simplify this, I want you to use your business goals and objectives to subdivide and segment your content production. Start making 5 different plans for the steps above, in terms of what your customers, leads and prospects need to become more engaged — propelling them from one buying stage to the next.

Traffic Building Campaign Strategy

Whether you call it customer acquisition, traffic, demand generation, traffic building or something else, it all boils down to getting more new targeted visitors arriving at your website and moving through pages on your website.

This is an ongoing process and once you've analysed your current traffic-to-lead & lead-to-sale ratios, you'll be able to establish realistic goals for how much increased traffic you need to generate to increase your sales success.

Lead Generation Campaign Strategy

Once you've increased the number of new visitors, strangers that we can't identify by name yet, our challenge is to give them a reason to trade their name and email for something. At that point analytics can attach their website activity to a specific individual. Your plan at this stage is to make the process of obtaining leads systematic and efficient.

This will involve alignment with sales for capturing the interest of your ideal customer and disqualifying the less than optimum lead.

Lead Nurturing Campaign Strategy

At this stage you've moved your leads to at least 1 action (you know who they are now), however they're still gathering information about your stuff.

The goal here is to keep these leads protected from the competition. You worked hard to get them and it's cost you money. You don't want to lose them.

You will specify a number of lead goals you want them to do, the nurturing funnel so to speak, because there's a score for each activity. When their lead score reaches a certain pre-determined score, agreed upon between Sales & Marketing — the lead is deemed sales–ready and highly qualified. These are the leads that will be 'handed off' to Sales for closing.

Sales Promotion Campaign Strategy

Goal: immediate 'hand off' to Sales; preferably a self–selected choice they make to pursue an offer that triggers a sales call.

You have 2 targets for sales promotion, undecided leads and current customers. You need to be careful that 1 promotion does not leak over unintentionally to the unintended target.

A classic example of leakage —and consumer confusion from conflicting messages— is national car advertising vs dealer incentivied advertising. If you're offering new customers a promotional discount, that's probably a tactic you don't want to use with existing customers.

You've previously agreed your marketing goal is to produce the ideal customer. Price discounts are a bad tactic to use. Bonus add-ons and bundling and gift with purchase are more effective at attracting an ideal customer vs a price sensitive customer.

The goal is always to disqualify toxic and problematic customers before they become customers.

Loyalty Building Campaign Strategy

AKA customer retention or churn reduction: the objective is to increase customer lifetime value by getting more customers buying more and staying longer without being price-sensitive.

Sometimes the biggest challenge is staying in contact with customers after the sale is made. short sighted action that leaves customers vulnerable to competitive poaching.

Protect the investment you made in educating your customer - add extra bonus and unadvertisied service of some type that keeps the customer aware of your geniune thankfulness for the sale.

You don't have to grovel, you just need to show them you care by helping them consume your stuff. Especially in B2B, after–sales care is a challenge to tackle operationally. Plan to make the process more efficient and appear seamless to your customer.

Call us today to get your "Customer 1st Content Marketing Strategy" for achieving increased revenues at reduced risk. We'll get you started. You'll see results.

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